At the 2012 A4U Performance Marketing Awards, the Argos Affiliate Team won the award for “Best use of Mobile”. The Performance Marketing Awards showcase the very best in the Affiliate marketing industry and this award for Mobile activity is recognition of Argos’ growing multi-channel offering.
Following the launch of the m-Commerce website in November 2011, the Affiliate team worked with top affiliate partners to utilise their mobile solutions and raise awareness of the new mobile platform. This provided customers using mobile devices with a seamless mobile experience from the beginning to the end of their purchase journey. Partnering with 3 Mobile also provided additional exposure for Argos, by appearing on the log-in screen when 3 customers accessed the internet from a mobile device.
The Argos Affiliate Program has almost 5,000 affiliate partners, including cashback and voucher code websites and mobile phone apps, which continue to drive an increasing number of customers to Argos.co.uk from devices including mobile phones, tablets and computers.
The event was hosted by comic John Bishop and brought together marketing talent from client and agencies in a celebration of the brands that produced incredible strategic thinking, innovation and results in 2011.
They aim to not only reward the financial element of return on investment (or ROI), but also to look at the wider impact of the marketing on its intended consumers. Did a project truly engage its audience, ensuring an enduring relationship beyond this year's financial results?
We won for the work we did with ITV on the catalogue launch campaign July 2011, where we achieved a media first by creating co-branded spots in conjunction with ITV which linked the content of ITV shows with the catalogue launch.
Category: Email Marketing
Campaign: Argos Recommends
In conjunction with planning-inc, we have developed a recommendation engine that incorporates demographic data from single customer view database and studies which combinations of products are bought by customers. It feeds into highly targeted email campaigns, which customers receive the day after they have made a purchase.
The judges described the scheme as cost-effective, scalable and profitable. Argos’ approach is testament to the fact that you don’t always need a massive budget to deliver truly effective marketing.
Category: Excellence in Analytics for Marketing B2C
Campaign: Recommender Analytics Solution
We have been using targeted email campaigns as part of its eCRM program for a number of years ensuring content and products are relevant for customers based on their behaviour. To deliver even better and more bespoke customer experience, we engaged planning-inc to develop a solution – recommendation engine that analyses what combinations of products are bought by customers and identifies which products to promote to which customers or prospects.
The Recommender has enabled us to deliver highly targeted, individual communications to customers. It makes use of association mining, aiming to discover and predict co-occurrence relationships among activities performed by specific individuals or groups.
Compared to previous Argos emails sends, the Recommender generated emails saw open rate uplifts of 34.6%, click through uplifts of 15.2% and conversion to sale uplifts of 99.5%. You can’t argue with numbers like that.